Now, I’m all for charitable donations and it’s always heart-warming to see one of the bigger brands supporting those in need, but sometimes you have to question the logic behind certain decisions and on happening upon the current charitable promotion in the Ludlow (Shropshire) branch of Tesco, I’m doing just that.

‘Pick a square for the chance to win this luxury chocolate hamper... All proceeds to Diabetes UK’

You can imagine the team meeting.

Manager: Come on guys! Diabetes UK is the Tesco charidy of the year; we need some fresh ideas on how to raise some dough! Let's workshop.

Fresh Produce Team Leader: I guess we could always dress up in costumes for the weekend and ask people to sponsor us again?

Personnel Manager: The team are a bit iffy on that one; after the Christmas incident I had more meetings with union reps than hot dinners.

Manager: Good point. Come on guys, it’s not rocket science; let’s get some blue-sky thinking out of the box!

Customer Services Manager: We could do a raffle; you know, give away some sporting equipment or something... Isn’t that meant to be good for diabetes? Exercise?

Manager: Hmm, a raffle, I like it! Sport’s not very... sexy though; we need something that will get the pounds coming in. Ideas? Anyone?

Ambient Goods Team Leader: How about a fruit basket?

Manager: Mah-aaahhh, boorrrrrrrring!

Checkout Supervisor: Win your weekly shop?

Manager: What? Are we made of money?

Marketing Manager: How about chocolate? We could do a chocolate hamper! Everyone loves chocolate; that would really get the money coming in from the good people of Ludlow to the Diabetes sufferers of the world... And they’re all fatty’s, right? People who get diabetes are only ever fat, so chocolate should appeal!

Cynicism comes easily and I don’t want to knock the spirit of giving, but... Really?

Type 2 Diabetes develops when the body becomes unable to make enough insulin, or when the insulin that is produced does not work properly, which means that glucose builds up in the blood and various health implications ensue. It is most common in people over the age of 40, but it is becoming a growing problem in children. Although there are many reasons for the development of diabetes, poor diet and lack of exercise are thought to be major contributors. Chocolate, as a general rule, isn’t considered to be a good idea.

In 2012 the Tesco group made £1.6bn of profit – they were unhappy with this as it was the first time in the company’s history that their profitability dropped. Bless. (Hands up who had a pay rise last year... No; me neither.) Even still, with that amount of cash to play with, you’d think that they could afford to donate to their ‘charity of the year’ without resorting to fleecing their customers with poorly thought out publicity... Perhaps the plan was actually to increase the number of people who need support from the charity, rather than the number who donate to it?

Advice on managing/preventing diabetes

On the Diabetes UK website there are three clear steps indicated to help prevent, or better manage Type 2 Diabetes:

Managing your weight – Reducing your weight if you are overweight will help your body use insulin better.

Eating well – A healthy, balanced diet that is low in fat, salt and sugar with plenty of fruit and vegetables will help you control your weight and blood glucose levels.